Nordstrom has long been a leader in Omnichannel retailing. Underpinning their strategy is an extreme focus on what has always distinguished Nordstrom: superior customer service, convenience, and understanding customer wants.

Omnichannel marketing means being where your customers are. It requires the active management of multiple channels to drive sales, and systems to support personalized engagements.

Connecting Social to Online Stores

Traditionally, our customer had turned to Instagram for inspiration, and we're seeing that she's reacting positively to the new shopping experience, which allows her to seamlessly tap and shop the product - going from inspiration to information to purchase in just a few steps.

Below are some quick screenshots that illustrate the customers journey from social to purchase.

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First, Nordstrom shows the products in native Instagram posts. When they click the product, the next screen is given (still in the Instagram app).

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This screen carries more product information, as well as clear product photos that allow the customer to determine if they want to buy. Finally, when a customer clicks "Shop Now" they are brought to the online store.

Key Takeaways

Customers use social for discovery and education.

By meeting customers where they are, you can engage with shoppers early in the buyer journey with entertaining or educational content.

Extending Personalized Communication Beyond the Store

One of Nordstrom's key advantages is connecting with customers through their sales associates.

Sales associates at Nordstrom's are expected to deliver personalized product recommendations, and guide the customer through their store.

However, as customers increasingly shop online, Nordstrom's needed a way to replicate this personalized experience online. Partnering with technology company BevyUp, Nordstrom's is able to initiate (or continue) conversations with customers online, and provide the same level of personalization on mobile.

Connect your offline and online worlds with your store app

In 2016 Nordstrom added a "Reserve and Try in Store" feature for their in-app shoppers.

Nordstrom shoppers often look up products before going in-store to try products on and purchase. With this feature enables, Nordstrom allows customers to place items "on reserve".

Nordstrom completley nails the execution.

Once a store clerk has collected the reserved items and placed them in a dressing room with the customers name attached to the door, a simple text message is sent, letting the shopper know their reserved items are waiting for them.

Evolve your business model to fit customer expectations

The most successful digital first retail stores are beginning to open phsycial space retail stores.

Warby Parker operates upwards of 63 stores. Likewise, Bonobos and Moda Operandi have already opened their first physical stores.

Nordstrom is taking notice and action.

Their latest effort is opening a store where the merchandise is on display but you can't take it home.

No inventory

Delivery Only

Onsite Tailoring

Full service Drink Bar

Nail Salon

While the average department store spans over 140,000 square feet, the first Nordstrom Local came in right at 3,000.

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Keeping in line with their omnichannel strategy, the boutique supports returns of online purchases and curbside pickup of online orders. The store also highlights what distinguishes Nordstrom from its competitors: service.

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In this case, a full service bar is offered where shoppers can receive personal advice from a professional stylist - not to mention enjoy the other drink and nail care amenities.

Other Omnichannel Fulfillment Tactics Used

In addition to these omnichannel fulfillment strategies, Nordstrom utilizes a number of other tactics including:

Like most retailers, expanding sales channels has been a major fulcrum of growth for the company. As the number of channels retailers use increase, so does the complexity and the need for data unification.